WE05 - Is it glasgow forever?

amp2016.iccaworld.org #ICCAWorld

Do we know our participants? The Vienna Research story

Christian Mutschlechner – Vienna Convention Bureau

Our intention:

We need to analyse our participants

We need to know in which direction our business moves forward

We need to communicate the results to our clients and to our suppliers


Whom did we interview?

October 214 – October 2015

4.400 participants

240 exhibitors

25 organizers

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4.406 Interviews

Geographical structure of participants

1%

8%

3%

11%

7%

49%

9%

12%

1%

8%

3%

11%

12%

45%

10%

10%

Australia

Americas

Africa

Asia

Europe - NON EU

EU 15

New EU countries

Austria

Study 2015 Study 2010

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4.406 Interviews

Geographical structure of participants

1%

8%

3%

11%

7%

49%

9%

12%

1%

8%

3%

11%

12%

45%

10%

10%

Australia

Americas

Africa

Asia

Europe - NON EU

EU 15

New EU countries

Austria


23 % of participants come from outside Europe!

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4.406 Interviews

Age distribution of participants

5%

20%

35%

24%

16%

6%

21%

30%

29%

14%

60 years and older

50 - 59 years

40 - 49 years

30 - 39 years

up to 29 years


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4.406 Interviews

Gender distribution of participants

79%

77%

62%

66%

56%

21%

23%

38%

34%

44%

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

male female

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4.406 Interviews

Gender distribution of participants

79%

77%

62%

66%

56%

21%

23%

38%

34%

44%

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

male female

Are we adapting our venues to this gender distribution?We need to consider „female meetings“!


The female congress

Temperature issues in meeting rooms

Infrastructure issues in meeting venues

Design

….and more

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Trend accompanying persons

4.406 Interviews

0,62

0,24

0,18

0,17

0,11

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

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Trend accompanying persons

4.406 Interviews

0,62

0,24

0,18

0,17

0,11

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

Forget about acc. persons – especially for medical meetings!Another argument why we are NOT tourism!

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4.406 Interviews

Duration of Vienna stay

3,9

5,3

5,5

4,2

4,6

4,5

7,3

6,2

4,8

4,6

5,0

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

Tage - Aufenthalt in Wien

Tage - offizielle Kongressdauer

Tage - Kongressbesuch

Trendanalyse Wien Aufenthalt(Durchschnittliche Dauer in Tagen)

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Reason for Vienna stay

4.406 Interviews

78%

72%

81%

90%

92%

22%

28%

19%

10%

8%

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

Only meeting stay Extension of stay

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Reason for Vienna stay

4.406 Interviews

78%

72%

81%

90%

92%

22%

28%

19%

10%

8%

Study 1991

Study 1996

Study 2004

Study 2010

Study 2015

Only meeting stay Extension of stay

Forget about the extension of stay!Touristic extension is no more a strategy!And another argument why we are NOT tourism!

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Use of public transport

4.406 Interviews

32%

36%

32%

13%

20%

30%

37%

No ticket

Yes, bought individual ticket

Yes, received from organiser

Yes, bought myself


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Use of public transport

4.406 Interviews

32%

36%

32%

13%

20%

30%

37%

No ticket

Yes, bought individual ticket

Yes, received from organiser

Yes, bought myself


Venue needs public transport accessibility!

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Type of accommodation used

4.356 Interviews

6%

16%

78%

8%

7%

85%

7%

8%

85%

2%

3%

4%

7%

84%

Airbnb

Business Apartment

Pension

Private

Hotel

Study 2015 Study 2010 Study 2004 Study 1996

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4.356 Interviews

Hotel category used

8%

28%

46%

18%

5%

28%

43%

24%

3%

29%

49%

19%

7%

38%

45%

10%

2 Star

3 Star

4 Star

5 Star


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4.356 Interviews

Hotel category used

8%

28%

46%

18%

5%

28%

43%

24%

3%

29%

49%

19%

7%

38%

45%

10%

2 Star

3 Star

4 Star

5 Star


Five Stars are gone!Medical meetings avoid them!New hotel product for meetings needed!

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4.406 Interviews

Expenditure

14%

24%

10%

5%

21%

6%

2%

18%

13%

23%

11%

4%

22%

7%

1%

19%

Shopping

Overnight

Gastronomy

Transport in the city and airport

Travel

Cultural activities

Telecommunication

Registration fee


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4.406 Interviews

Less destinations – lower attendance?

Less regularattendance

25%

No influencefor attendance

75%

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4.406 Interviews

Less destinations – less attendance?

Less regularattendance

25%

No influencefor attendance

75%Should we redesign our sales and marketing strategy?

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4.406 Interviews

The bigger the congress the lower the satisfaction?

yes32%

No68%

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Sponsoring of attendance by Pharma Industry (medical congresses)

3.342 Interviews

40%

14%

46%

21%

16%

63%

Totally financed by industry

Partly financed by industry

Self financed


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Sponsoring of attendance by Pharma Industry (medical congresses)

3.342 Interviews

40%

14%

46%

21%

16%

63%

Totally financed by industry

Partly financed by industry

Self financed


A drop in support!A challenge for the organizers!

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Transparency rules as of 2016 - EFPIA

3.342 Interviews

Yes, I amaware off

28%

No72%


Study by Ashfield – Andrew Winterburn

Where do medical doctors get training and education?

93% of medical doctors use Medical Journals

87% of medical doctors use scientific meetings


Keep up to date with developments within

EFPIA, EUCOMED, IPCAA…….

It is difficult but worth to try!

It all has an impact on our business.

Good luck!

Is it Glasgow forever?Who else is jumping on the band wagon…

Philippa ScottILAE/IBE Congress Secretariat


What support is available?

Financial support

Logistical support

Marketing

Infrastructure

Cultural contributions


Why do cities need to offer support?

Competition

Legacy

Return business

Shared networks and experiences – ICCA, AC FORUM, we do talk you know!

Return on investment!

a. Paul Hanley ‘Measuring the economic contribution of the international association conference market: An Irish case study’

b. Similar case study carried out in Vienna ‘THE ECONOMIC IMPACT OF THE ESC CONGRESS’ - University of Economics and Business Administration


What is in it for us?

An enhanced delegate experience

Support dealing with venues and suppliers

Increased surplus - increased contribution to the mission

Heightened awareness for the cause

Successful working relationships


In conclusion…


But in all seriousness…

Handouts or investment?

What it means to us…

What it means to our delegates…

How much of a factor is the support offered?

Thank you for your time!

Glasgow does it all?Silke Schlinnertz | Head of Operations &

Events Euroheat & Power

Anne Berrevoets | Events Coordinator | European Association for International

Education (EAIE)


As all CVBs…

Promoting their destination as a host for events and support the organiser with:

Finding venues, accommodation, local service providersFacilitate site inspectionsProviding tourist info (maps, pictures…)Possibility of financial or in kind support


What is so special?

Content is key! The association congress bid is the start and not the end of the job.Truly understanding the association's prioritiesExchange - Ask the right questions!

You'll learn more in a day talking

to customers than a week of brainstorming,

a month of watching competitors, or a year

of market research.Aaron Levie



EAIE in Glasgow


Cooperation – How?

Facilitated cooperation with local press

•Local newspaper• Commercial • Editorial coverage

•Scottish University partners•Glasgow City Marketing Bureau•EAIE


Post- conference assistance

Data collection & sharing / Scottish impact study

Cooperation in EAIE efforts to facilitate city interest in EAIE conferences– Video testimonial


In conclusion…

A man cannot leave a better legacy to the world than a well-educated family.

Thomas Scott

A congress cannot leave a better legacy

to the destination than well-educated people.

Economy & Finance

WE05 - Is it glasgow forever?